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March 7, 2021
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Assignment Part C

Required Resources

Iacobucci, D. (2014). MM4: Marketing management (4th ed.). Mason, OH: South-Western Cengage Learning.

Case Pack MKT500: Marketing Management. Ann Arbor, MI: XanEdu.

Supplemental Resources

Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155. doi:10.1509/jmkr.37.2.139.18728

Johnson, P. (2012). Buzzle: Marketing Mix Strategy. Retrieved from http://www.buzzle.com/articles/marketing-mix-strategy.html

Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new key to advertising effectiveness. Journal of Advertising Research, 52(4), 459-464. doi:10.2501/JAR-52-4-459-464

Noseworthy, T., & Trudel, R. (2011). Looks interesting, but what does it do?? Evaluation of incongruent product form depends on positioning. Journal of Marketing Research (JMR), 48(6), 1008-1019. doi:10.1509/jmr.10.0384

PaloAltoSoftware (2013). Free Sample Marketing Plans. Retrieved on June 18, 2013 from http://www.mplans.com/sample_marketing_plans.php

Rocks, S., Gilmore, A., & Carson, D. (2005). Developing strategic marketing through the use of marketing networks. Journal of Strategic Marketing, 13(2), 81-92. doi:10.1080/0965254050008293

Sheth, J. N. (2012). The reincarnation of relationship marketing. Marketing News, 46(16), 11.

Zou, S., & Volz, Y. Z. (2010). An integrated theory of global advertising: An application of the GMS theory. International Journal of Advertising, 29(1), 57-84. doi:10.2501/S0265048709201038

Assignment 3: Part C: Your Marketing Plan

Worth 280 points

To conclude your marketing plan, in Assignment 3, you will describe the company’s, marketing strategy, implementation strategy, expansion plan, social media strategy, monitoring methods, and integrated marketing communication strategy.

Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

Write a seven (7) page paper in which you:

  1. Develop the company’s branding, pricing, and distribution strategy.
  2. Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses.
  3. Develop the differentiation strategy in relation to the closest competitor.
  4. Establish whether the company’s intention is to be a leader or follower within the industry.
  5. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
  6. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy.
  7. Use at least six (6) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • Develop strategies to assess performance and achieve marketing goals.
  • Develop pricing strategies and distribution channels for products.
  • Analyze integrated marketing communications and its relationship to advertising strategy.
  • Evaluate marketing research tools involved in the marketing process.
  • Use technology and information resources to research issues in marketing management.
  • Write clearly and concisely about marketing management using proper writing mechanics.

Points: 280

Assignment 3: Part C: Your Marketing Plan

Criteria

Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Develop the company’s branding, pricing, and distribution strategy.

Weight: 10%

Did not submit or incompletely developed the company’s branding, pricing, and distribution strategy.

Partially developed the company’s branding, pricing, and distribution strategy.

Satisfactorily developed the company’s branding, pricing, and distribution strategy.

Thoroughly developed the company’s branding, pricing, and distribution strategy.

2. Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses.

Weight: 15%

Did not submit or incompletely classified the company’s major competitors as inter- or intra-competitors. Did not submit or incompletely categorized the competitors’ major strengths and weaknesses.

Partially classified the company’s major competitors as inter- or intra-competitors. Partially categorized the competitors’ major strengths and weaknesses.

Satisfactorily classified the company’s major competitors as inter- or intra-competitors. Satisfactorily categorized the competitors’ major strengths and weaknesses.

Thoroughly classified the company’s major competitors as inter- or intra-competitors. Thoroughly categorized the competitors’ major strengths and weaknesses.

3. Develop the differentiation strategy in relation to the closest competitor.

Weight: 10%

Did not submit or incompletely developed the differentiation strategy in relation to the closest competitor.

Partially developed the differentiation strategy in relation to the closest competitor.

Satisfactorily developed the differentiation strategy in relation to the closest competitor.

Thoroughly developed the differentiation strategy in relation to the closest competitor.

4. Establish whether the company’s intention is to be a leader or follower within the industry.

Weight: 10%

Did not submit or incompletely established whether the company’s intention is to be a leader or follower within the industry.

Partially established whether the company’s intention is to be a leader or follower within the industry.

Satisfactorily established whether the company’s intention is to be a leader or follower within the industry.

Thoroughly established whether the company’s intention is to be a leader or follower within the industry.

5. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.

Weight: 15%

Did not submit or incompletely specified two (2) social media and / or media tools that you would use as you develop your plan. Did not submit or incompletely justified each of your chosen tools.

Partially specified two (2) social media and / or media tools that you would use as you develop your plan. Partially justified each of your chosen tools.

Satisfactorily specified two (2) social media and / or media tools that you would use as you develop your plan.
Satisfactorily justified each of your chosen tools.

Thoroughly specified two (2) social media and / or media tools that you would use as you develop your plan. Thoroughly justified each of your chosen tools.

6. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy.

Weight: 15%

Did not submit or incompletely suggested the integrated marketing communications that are most relevant for your marketing plan. Did not submit or incompletely related each marketing communication to your company’s advertising strategy.

Partially suggested the integrated marketing communications that are most relevant for your marketing plan. Partially related each marketing communication to your company’s advertising strategy.

Satisfactorily suggested the integrated marketing communications that are most relevant for your marketing plan. Satisfactorily related each marketing communication to your company’s advertising strategy.

Thoroughly suggested the integrated marketing communications that are most relevant for your marketing plan. Thoroughly related each marketing communication to your company’s advertising strategy.

7. 5 references

Weight: 5%

No references provided.

Does not meet the required number of references; some or all references poor quality choices.

Meets number of required references; all references high quality choices.

Exceeds number of required references; all references high quality choices.

8. Writing Mechanics, Grammar, and Formatting

Weight: 5%

Serious and persistent errors in grammar, spelling, punctuation, or formatting.

Partially free of errors in grammar, spelling, punctuation, or formatting.

Mostly free of errors in grammar, spelling, punctuation, or formatting.

Error free or almost error free grammar, spelling, punctuation, or formatting.

9. Appropriate use of APA in-text citations and reference section

Weight: 5%

Lack of in-text citations and / or lack of reference section.

In-text citations and references are provided, but they are only partially formatted correctly in APA style.

Most in-text citations and references are provided, and they are generally formatted correctly in APA style.

In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.

10. Information Literacy / Integration of Sources

Weight: 5%

Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations.

Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.

Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing.

Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.

11. Clarity and Coherence of Writing

Weight: 5%

Information is confusing to the reader and fails to include reasons and evidence that logically support ideas

Information is partially clear with minimal reasons and evidence that logically support ideas

Information is mostly clear and generally supported with reasons and evidence that logically support ideas

Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas

 

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